Author:

Keywords:

Social Sciences, Business, Communication, Business & Economics, SELF-DETERMINATION THEORY, ELABORATION LIKELIHOOD MODEL, PERSUASION KNOWLEDGE, CONSUMER-SOCIALIZATION, CHILDREN, ADVERGAMES, RESPONSES, COMMUNICATION, ATTITUDES, AUTONOMY, 1505 Marketing, 1506 Tourism, Marketing, 3506 Marketing

Abstract:

Copyright © 2016, American Academy of Advertising. This study tested a model in which perceived parental media mediation in social network games (SNGs) was related to adolescents' conceptual and attitudinal advertising literacies, both of which were in turn related to purchase request intention. The 780 participants, aged between 10 and 14 years, watched a video clip of SNG Habbo that included a commercial message and then completed a questionnaire. Perceived autonomy-supportive restrictive media mediation was found to be positively associated with understanding selling intention. Perceived autonomy-supportive active media mediation was positively related to understanding persuasive intention. Understanding persuasive intention was positively related to purchase request intention.